Rustico

RUSTICO + EKR

Transforming leather into lifestyle.

OVERVIEW

To transition from a company with its roots in leather to a competitive lifestyle brand? That was the question. We created more opportunities for Rustico to expand its offerings and connect with new audiences.

Research & Targeting

Persona Development

Strategies & Tactics

Positioning & Messaging

Identity Design

Website Design & Development

Expanded Brand Design

RESEARCH & TARGETING

What kind of shot does Rustico have at more business as a lifestyle brand? This and other questions, we answered through well-honed surveys, insightful interviews and beautiful analysis.

PERSONA DEVELOPMENT

Promotional buyers and consumers live in different worlds. And Rustico wanted to make marks on both audiences. After we discovered what makes these personas tick, Rustico is more accurately hitting the most profitable targets.

STRATEGIES & TACTICS

Now how does Rustico go after it? One: Diversify offerings. Two: Focus on support and communications. Three: Push the new brand personality. Then run tactics from humanitarian partnerships to online marketing and social media campaigns.

POSITIONING & MESSAGING

With an origin deeply engrained in leather, it was time for a new start. Rustico’s audiences, both promotional buyers and general consumers, learned about a new side of Rustico.

Leave your mark.

Crafted right from the good stuff.

It’s about the journeys.

Live authentic.

One of a kinds.

Artisans make the difference.

Adventure covered.

Style with a cause.

IDENTITY DESIGN

The ask: An old-world logo mark, patterns that backed the position of an adventurous lifestyle and design elements that tug at a millennial target audience. We believe in iteration until we nail it.

WEBSITE DESIGN & DEVELOPMENT

When pivoting from purely functional to a branded shopping experience, it’s a fine balance between web design strategy and e-commerce implementation. We got this. A new position and design foundation is crucial to a great start, but when you’ve got your eye on conversions, like Rustico, it’s important to have a team who can put all the pieces together seamlessly.

Not only did Rustico want an e-commerce solution focused on phenomenal user experience, but they also needed a content management system that empowered their team to make updates on the fly. From content strategy and design, down to content creation and custom development, we brought Rustico’s brand to life in a way it hadn’t lived before—speaking and connecting with an audience who is now buying in to their brand and making Rustico and “Leave your mark” a part of their lives, instead of simply purchasing a quality leather product.

EXPANDED BRAND DESIGN

Results

Rustico wanted to turn things around. We crafted a position and redesigned the brand to focus on lifestyle and authenticity, opening new doors for Rustico to go after more market share. More targeted campaign messaging. Better website user experience. A new brand journey.

Micro Focus

Supporting a software titan for 16 years.

The Mix

Creating a destination for the destination.

ObservePoint

Pivoting a brand for exponential growth.

AIGA 100 Show

From Silicon Valley to Silicon Slopes, EKR is the agency for brand starts, pivots and turns. We establish market share and accelerate growth for brands that are finding their first voice, that need to make a course correction, or that require a wholesale turnaround.